1. Scope: Features
Know what type of content & dynamic features go into the web site

2. Website Content
Identify what business content can be repurposed & what new content must be created for the web site
Content is KING - beats all “cool” features - without content user’s don’t bother coming to the site. So if a business sells shoes then shoe products had better be on the website
Content is divided into information categories & features to be organized
Information Architecture is structure design to convey information to users with organized & labeled content divided into main categories & sub-categories

3. Website Features
Features are web page objects presented in a web site, such as Calendars, Planners, Trackers, Flash animations, Contact forms, Forums, etc.
Features are rated by the Brand and User goals that they support.
Business Goals are based on Revenue, Efficiency and Brand Awareness!
User Goals and Needs drive the user engagement and interaction with the website’s content.

4. Website Feature Types
Functional specifications - must be developed & cost $$$ - usually highly interactive.
Content requirements - categorize the website content into clustered sections & sub-sections. They can become labels & links to other groupings & categories.

5. “CONTENT” IN THIS SITE IS CIRCLED IN RED
CONTENT IS WHAT USERS WILL COME TO FIND ON THE WEBSITE

6. “FEATURES” IN THIS SITE CIRCLED IN RED
FEATURES ARE DYNAMIC INTERACTION ELEMENTS ON THE WEBSITE

7. CONTENT REQUIREMENTS MUST HAVE SAME DETAIL LEVELS
IMPORTANT TO STATE MENU LABELS – THEY INDICATE “CONTENT”
STATING A NAVIGATION BAR IS A “FUNCTIONAL REQUIREMENT” FOR LINKING INFORMATION TOGETHER

8. Brand & User Goals = Feature Examples
Aging Baby Boomer: GOALS: Lower BMI, Increase energy levels, Lower bad cholesterol levels NEEDS: Healthy Eating Habits to Lower Cholesterol, Personal Results on the Go, non-elevating Blood Pressure Exercises
Revenue Goal 1: Sponsor Advertising & Partnerships for Discounts on Product & Services
• Sponsor Ads to reach active account members
• Sponsor Discounts for Members with company partners such as Target
Revenue Goal 2: Market Health & Fitness Products
• Video demonstrations of Exercise Equipment techniques
• Video demonstrations easy, healthy Recipe Cookbook recipes and how to make them
• Video demonstrations Fitness Apparel for running, yoga, etc.
• Video samples of workout DVDs
Revenue Goal 3: Increase membership by 20% in the first year
• FREE membership sign up
• Promotional Offers for first time member sign-up on website
• Friend Workout Challenges for Healthy Lifestyle on website
Efficiency Business Goal 1: Mobile Presence
• Nutrition & Exercise Tracker for smart phones - iPhone & Android
• eCookbook for Smart Tablets
Efficiency Business Goal 2: Secure member account services
• Talk to medical expert online concerning personal health issue
• Provide personalized coaching for specific health related issues such as diabetes and heart conditions
• Member Before & After Stories in changing to healthy habits - setting of privacy levels
• Special Online Support Groups for Health Support and Target Weight Challenges
Efficiency Business Goal 3: Online Store
• Fitness Apparel descriptions, pricing and photos
• Fitness Equipment descriptions, pricing and photos
• Healthy Recipe CookBooks for different health issues such as diabetes, heart healthy, lower cholesterol descriptions, pricing and photos
• Fitness DVDs descriptions, pricing and photos
Awareness Business Goal 1: Social Community
• Facebook, Twitter & other Social Media Links
• Friend invites - earn reward points for inviting friends
• Members personal pages and blogs
• Heart Healthy Forum
Awareness Business Goal 2: Increase Brand Loyalty by 10% in first year
• Earn Reward Points by participating on healthy lifestyle challenges
• Member Reward Points cashed in for Sponsor Discounts (ie, Target, 24 Hour Fitness, etc.)
• Offer monthly sales promotions for EnergyUP products
• Offer FREE Shipping for EnergyUP products
Awareness Business Goal 3: Promotions for Corporate Partner employees to increase healthy lifestyle
• Special Corporate employee benefits tied to healthy living and insurance premiums
• Corporate Partnership FAQs
• Sponsor Corporate Benefits promotions for greatest healthy changes in employee’s lifestyles

9. Feature Importance
Clients want everything in their site for the least amount of money. So not all features thought of in the brainstorming stage can be included in a web site due to a variety of reasons. Some of which include:
Inappropriate to target demographic
Not easy to maintain or update quickly
Cost of the feature to implement does not give the expected ROI and is over budget.
Desirability of the feature - Some are more important to others depending on goals
Time is takes to create the feature - clients rarely understand the time it takes to implement some features.
Office politics
Which is why the client and design team have to identify which business goals & user goals connect to impact the greatest ROI (Return on INvestment) for the business.

10. Feature Decisions
So decisions have to be made when money & time figures into which features to include on the website
Which FUNCTIONAL features will be included on the web site?
Which FUNCTIONAL features will NOT be included on the web site?
The best way is to find out the identified FUNCTIONAL features are by assigning an “desirability value & obtainability” of the defined business feature goals.

11. Feature Ratings
Arriving at a group consensus for EACH feature concept provides an smoother decision making process as to where to best use the business investment dollars.
Avoids conflict with creative team & client feature preferences - especially if the client is included in the business feature brainstorming exercises.
The highest ranking (MUST have) Features will be absolutely included in the website based on website not being able to function without them. The second level (SHOULD have) Features will also be included for robust user engagement. The lower ranking (COULD have) Features will be added if time and budget permits. The (WON’T have) Features will be either eliminated or put on hold for the next website update.

12. Team Feature Ratings
Feature MUST Haves
Feature SHOULD Haves
Feature COULD Haves
Feature WON’T Haves
Online Shopping Cart
FREE membership sign up
Promotional Offers for first time member sign-up on website
Easy, healthy Recipe Cookbooks descriptions, pricing, and photos
Workout DVDs descriptions, pricing, and photos
Exercise Equipment descriptions, pricing, and photos
Sponsor Discounts for Members with company partners such as Target
Friend Workout Challenges for Healthy Lifestyle on website
Member Reward Points cashed in for Sponsor Discounts
Facebook, Twitter & other Social Media Links
Corporate employee benefits
Nutrition & Exercise Tracker for smart phones - iPhone & Android
Sales promotions for EnergyUP products
FREE ShippingGuarantee for EnergyUP products
Medical expert online chat
Corporate Partnership FAQs
Friend invites
Sponsor Ads
Members personal pages and blogs
Video demonstrations of Exercise Equipment techniques
Video demonstrations easy, healthy Recipe Cookbook recipes and how to make them
Video samples of workout DVDs
Heart Healthy Forum
Video demonstrations Fitness Apparel for running, yoga, etc.
eCookbook for Smart Tablets
The team decides on the most important content features needs to include in the website
from ALL THE INDIVIDUAL BRAINSTORMING IDEAS based on the business and user goals and needs.

13. User Website Entry Stories
Use cases are basic user website entry stories that describe the user “entry points” on the Business website. Users can come from many source directions besides the homepage entry. Other entry points may be deeper into the site.
Search engines like Google might place a user on a recipe or exercise page
Friend Invites might place a user on the Member sign-up page
Perhaps from an targeted promo ad on a partners business site

14. User Website Entry Stories
User entry stories also describe the type of engagement the user will do when on the Brand’s website.
The user might find specialized exercises for a person with specific heart condition
The user might land on the friend’s profile with an invitation to join the friend in health related activities and challenges
The user might land on the promotional page that gives a discount for a specific product.

15. User Website Entry Stories
User entry stories also describe the type of usage the user will do when on the Brand’s website.
The user might select a video tutorial of a heart healthy exercise to view and add to a favorites playlist
The user might elect to go through a step by step registration process.
The user might elect to buy a promoted product that was on sale.

16. User Segment: John Mason - Aging Baby Boomer
User Website Entry Story Example
User Segment: John Mason - Aging Baby Boomer
Website Entry
Engagement
Usage
John Mason googled exercises for people with high blood pressure.
John clicked on the link to EnergyUP.com’s Heart Healthy Safe Exercises for High Blood Pressure landing page.
John reviewed the top left billboard graphic that contains doctor’s comparison of aerobic vs. anaerobic conditioning and the effects on people with high blood pressure.
He also tested his current knowledge in the EnergyUP quiz on aerobic vs. anaerobic exercises and where they are beneficial and any health cautions regarding the exercises.
This page encourages John to signup for a FREE EnergyUP membership. With a membership John can track the amount of exercise for each day/week/year as well as join the Heart Healthy Forum and earn EnergyUP Reward points for coupons to participating grocery stores in his area of town. John also has the option to download the EnergyUp mobile app nutrition & exercise tracker